Designers in the past had little competition and people were drawn to the company because of the name. Luxury brands now have adopted and applied social media marketing actions. Designer corporations are actively seeking out promotional strategies through social media to reach the audience which has changed from baby boomers to millennials. This drastic change has influenced marketing and advertising media in these companies because it is a different outlet of communication. Luxury is a necessity for millennials and they are constantly using social media channels, making it a necessity that the two work together.
The luxury brand Dolce and Gabbana (D&G) realized the switch in media usage and now heavily use social media platforms such as Instagram, Facebook, and Snapchat to have conversations with their consumers. The effect of this has been positive for the company. D&G uses live streaming on Facebook to show what they are doing on a daily basis. The results that the company gets shows that large engaged audiences will remain engaged in your brand if your content is meaningful and relevant. D&G uses Instagram by having posts that contain the right content to target an audience. They use campaigns at certain times that go well with what is happening in the world. One campaign that was very successful was their “Back to School”campaign, that caught the attention of their consumers by having 4-6 posts about going back to school. D&G pin pointed: which audience they wanted to reach, which was younger (boys or girls), and targeted them in their Instagram posts. These posts were made on Instagram because that was where they had the biggest amount of followers that were millennials and the younger generation. The company also used a new campaign during the 2015 Milan Fashion Week giving an inside look at a model’s day to day life. They posted selfies of the models on the runway to Instagram, creating a bigger following of devoted fans.The selfies allowed outsiders to get an “inside” look on model life and made it feel like the followers were also in Milan at the fashion show.
It is hard to measure the effectiveness of a social media campaign. This can lead to less attention being put on on how well a campaign is doing if there is no measurement factor added in. Digital marketing is super important now because everything is online and the majority of companies promote branding through social media. D&G uses social media to build consumer loyalty by content. D&G is actively participating in their social media channels by creating conversations that they want to have with their consumers. They are constantly reaching out to different audiences that allow them to create loyalty and also get a bigger following. They have learned and adapted to the new ways of media and are getting more successful with each campaign.
By: Corinne Schmidt